How to write a campaign creators want to take
A good campaign is not a wall of requirements. It is a clean brief that helps the right creator say yes.
Written by Sean van den Broek
Marketing Lead, Bounty Board
A good campaign does not need to be fancy.
It needs to make the right creator think, "I understand the game, I know what I would make, and I can tell whether this is worth my time."
That is the job of the brief.
The direct answer
A good paid game creator campaign explains the player hook, the creator job, the deadline, the required assets or links, the review criteria, and the reward in one clean brief.
This checklist applies to paid and paid-plus-key campaigns. If you are offering only a free key or demo access, keep coverage optional: offer access, then let the creator decide whether they want to make a video, stream, or post.
The brief should make the right creator think, "I know what I would make here," before they apply.
Start with the player, not the asset list
Before you list deliverables, explain who the game is for.
Creators are trying to picture their audience reacting in real time. Give them enough to understand the fit:
- the genre
- the hook
- the mood
- the kind of player who usually gets it
- one or two moments worth showing on video or stream
"Cozy puzzle game" is a start. "A hand-drawn puzzle game for players who like patient problem solving and odd little visual details" is easier to work with.
This matters because gaming videos, streams, and clips do not all work the same way. Big Games Machine's 2025 YouTube gamer survey found that guides and tutorials were the most-watched format among surveyed gamers, followed by reviews and funny moments. It also pointed to a split live-viewing landscape across YouTube, Twitch, and TikTok.
A useful campaign gives creators enough context to choose the format that fits the game and their audience.
Write deliverables like a checklist
Creators should never have to guess what counts as done.
Use plain deliverables:
- one TikTok or YouTube Short, 30 to 60 seconds
- one Twitch stream segment, at least 45 minutes of gameplay
- one X post with the game link
- one short written note on what stood out
If you need a specific aspect ratio, length, platform, caption, link, or disclosure, say it directly. The clearer the finish line, the fewer weird review moments you create later.
That basic structure is used elsewhere too. TikTok's Open Applications workflow asks brands to set creator qualifications, screening questions, deliverables, concept approval, and payment before publishing a campaign. The principle is simple: creators should understand the job before they apply.
Give creators useful material
A creator can make better work when they are not hunting for basics.
Add:
- the game link or build access
- trailer and screenshot folder
- store page
- press kit
- three things the game does well
- topics to avoid
- known bugs or rough edges
That last one matters. If a build has a known issue, creators would rather know up front than discover it live.
Keep the angle open
The brief should define the job, not write the creator's entire video.
Give a few possible angles:
- "Show the first puzzle that made you stop and think."
- "Talk through your first boss attempt."
- "Try to beat your own score."
- "Compare the game to something your audience already understands."
Then leave room for the creator to make it sound like them. That is the whole reason to work with creators instead of buying generic ad copy.
Make review criteria boring and clear
The best review process is boring in a good way.
Tell creators what you will check:
- the deliverable matches the requested format
- required talking points or links are included
- the game is represented accurately
- the post is public or accessible
- no disallowed claims are made
If you may ask for revisions, explain what kind. Keep revision notes specific and tied to the brief.
State the disclosure expectations
When a creator posts after receiving payment, a free key, or another benefit, that relationship may need to be disclosed. For U.S.-facing work, the FTC's influencer guidance says disclosures should be clear, easy to notice, and included with the endorsement itself. Put the expected disclosure in the brief, and still ask the creator to follow the rules of the platform where the work appears.
A simple campaign structure
Use this order:
- Game hook
- Who the game is for
- Deliverables
- Timeline
- Assets
- Required links or talking points
- Review criteria
- Reward
That is enough for most campaigns.
Studios do not need a giant influencer marketing machine to start. They need a clear offer, a game creators can understand, and a workflow that respects everyone's time.
Sources worth reading
Keep going
Ready to put a clear campaign in front of creators?
Create a free studio account, add your game, and build the campaign when you are ready.
Related posts
Creator Campaigns
5 reasons indie game creator campaigns fail (and how to avoid them)
A campaign can deliver every promised post and still teach you nothing. Here is how to spot the five problems that cause that.
Published August 19, 2026 / 8 min read
Creator Campaigns
Bounty Board vs direct creator outreach: do you need a platform?
Direct outreach avoids platform fees but costs time. A platform adds a fee and handles some of that admin. Here is how the tradeoff works in practice.
Published August 19, 2026 / 10 min read
Creator Campaigns
Bounty Board vs Lurkit for indie game creator campaigns
Lurkit combines key distribution, creator programs, and paid Quests. Bounty Board charges a percentage of completed work instead. Here is where each one fits.
Published August 19, 2026 / 11 min read